2017 Winners & Shortlists

The Campaign

The creative idea 'Rewaken your Fragrance ritual' was simple: to create sensual imagery that: 1) Conveyed the idea of layering different scents delivered in different ways, from Perfumes and Oils to Bokhour and Oud 2) Communicated that these scent combinations are as individual as you are - for both men and women 3) To do so in a way that implied arabic tradition and appreciation of luxury

Creative Execution

With print and digital posters as our lead media - supported by in-mall, website design, banners and online video - we created a male and female consumer in profile from the elements of the Ghawali portfolio. From the wreathing smoke of the bokhour to shards of sandalwood to splashes of oils - these ingredients visually made up the individuality of the person we wanted to rediscover the ritual …with the headline call to action to “REAWAKEN YOUR FRAGRANCE RITUAL”. With digital media - posters and online - we were able to choreograph the fragrance layers with CGI to create the profile of the individual in front of your eyes. The copy on the print work also pointed readers to the various products available (Perfumes, Oils, Oud, Bokhour, Bath and Body) and the locations of the outlets.

Indication of how successful the outcome was in the market

Ghawali is a bold idea that rediscovers old Arabic traditions. Months within the first store opening with the full layering experience, the owners were confident enough in the potential of the format and the marketing approach that a second outlet was opened. Ghawali’s launch campaign and store successfully positioned the brand as the oriental fragrances experience that brings a century old tradition into modern times. A brand that is rooted in Middle Eastern culture and heritage, but fit for the future of the modern Arab consumer.

The modern Arab consumer is deeply involved in his layering ritual. Our challenge wasn’t to persuade consumers to adopt new behaviors, but rather invite them to rediscover their layering ritual at Ghawali. Our strategy was derived out of investigating consumers’ fragrance experience, and discovering that their layering ritual is indulgent and multidimensional, it’s about feeling connected to their values while embracing their modern lives. Empowered by tradition, driven by progress.When we explored our competitive context, we learned that the oriental fragrances category is fragmented and outdated. They don’t provide the full depth of oils and attars that enable their layering ritual and most store experiences are cluttered and unsophisticated. Our brand strategy was built on identifying the opportunity to position Ghawali as the brand that brings a tradition into modern times-redefining the entire oriental fragrances category by providing the full depth of oils and attars in an indulgent store journey.